RT Journal Article
SR Electronic
T1 A Biologically Based Measure of Emotional Engagement: Context Matters
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 381
OP 387
DO 10.2501/S0021849906060466
VO 46
IS 4
A1 Carl D. Marci
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/4/381.abstract
AB The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-locked index of synchrony plus intensity leading to engagement from four noninvasive wireless biosensors. The study compared two television commercials in several different contexts. The results suggest that levels of engagement were significantly different depending on the context of the presentation. The results highlight the importance of context in study design and support the use of a biologically based measure of audience engagement.